A lack of internally integrated systems related to customer relationship management is crippling many highly touted CRM applications, PwC Consulting concludes in recent survey of large-company executives.

Many large companies, motivated by the desire to develop customer loyalty, “have thrown themselves head-first into … improving CRM efforts [but] a lack of internal CRM integration initiatives – both across marketing, sales and services channels, and between front- and back- office systems – is thwarting success and preventing CRM from making good on its promise to deliver satisfaction in an age of 24/7 customer interaction,” says PwC, a unit of PricewaterhouseCoopers, New York.

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